Jewellers line up attractive offers this season

Looking to buy diamonds? Then this is just the right time as jewellers in Bengaluru are offering discounts on diamond jewellery ahead of the festive season.

The offers range from 15% off on diamonds to 20-35% off on diamond value to free gold coins on every purchase.

“Diamond jewellery consumption is increasing. India is the third largest market in the world, behind the US and China,” said Shreyas V Cotha, director, C Krishniah Chetty (CKC) Group of Jewellers. “As we have a growing middle class, diamond jewellery consumption is increasing in the mid- to high-end segment.”

CKC is experimenting with new concepts in the diamond jewellery segment. One of its newest collections is the éclat, whereby a sapphire crystal lens is placed above a diamond solitaire, magnifying its appeal to twice its size.

“This has been very well received by consumers. In addition, we have been creating the trend of versatile and detachable diamond bridal jewellery, where we suggest to our clients to purchase multiple neckpieces that can be layered during their wedding, but each piece can be worn separately on post-wedding occasions,” Cotha added.

Demand is also growing for chic and trendy diamond jewellery that one can wear every day. “Women are increasingly preferring to indulge more and more in diamond products with a preference for stunningly crafted necklaces. It has become their choice for some of the most important social events in their calendar,” said Deepika Sabharwal Tewari, associate vice-president (marketing), Tanishq.

India is the world’s largest centre for cut and polished diamonds, and exports 75% of the world’s polished diamonds, according to the India Brand Equity Foundation (IBEF). For first-time diamond buyers or young shoppers, Kalyan Jewellers offers the Hera Collection, starting at Rs 25,000.

The company is also offering free gold coins on the purchase of diamond jewellery. Reliance Jewels is offering a 35% discount on diamond value, while GRT Jewellers is offering 15%.

Online sales up

The number of consumers buying diamond jewellery online is also rising.

“We have noticed that tech-savvy millennials prefer buying jewellery online. These purchases usually include lightweight diamond jewellery or studded jewellery,” says T S Kalyanaraman, chairman, Kalyan Jewellers.
CKC recently set up a ‘Live Store’. Here people can set up appointments from home where they can see the jewellers’ sales teams and products to virtually shop.

Jewellery products in conventional designs, priced around Rs 12,000, are also seeing some traction online.

“Tanishq has a category called ‘Diamond Treats’, which is a collection of diamond ornaments, starting at Rs 8,000. We feel it has a great potential in the space of online retail,” Tewari said.